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Ephemeral content platforms are a direction that is fully formed out of Silicon Valley's eternal desire to talk like their smart but have no record and therefore accountability. And then shoved on to us with a variaty of excuses...
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Also, it advantages platforms because content generates capital and is the content is ephemeral than the value it creates is assigned, in the mind of the consumer, to the platform.
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We know from experience: own your platform or be a victim of its demise or pivot. If you don't even retain your content we're only further away from that goal. Ephemeral content is the furthest away we can be from a healthy media model.
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All the ephemeral media products are the worst and multiplying. I hate how we're creating a blank hole in our own history in the hope that it will give us freedom from surveillance. It doesn't even do that. Don't trust a platform that tells you it keeps no records.